Berri Juice – Australia’s number one juice brand – is set to drive incremental growth for retailers with the launch of Berri Creations, a refreshingly light, everyday fruit drinks range.

With stand out packaging, Berri Creations fills the gap that currently exists between iced teas and juice in the petrol & convenience market.

“During the day, consumers want to be able to grab a drink that quenches their thirst, tastes great and doesn’t leave them feeling full,” sais Melissa Louey, Berri Brand Manager.

“Berri Creations is a great fruit drink that can be enjoyed at any time of the day, but it’s also unique in terms of the great flavour combinations available and the way it will be positioned in the market,” said Louey.

Whilst Louey expects Berri Creations to have broad appeal, the new range of fruit drinks will be aimed predominately at 18-24 year old consumers, or ‘Gen Y’. This is different to the traditional juice consumer, who is older & buys juice for its health benefits.

“Gen Y consume a high percentage of total beverages throughout the day, however we have discovered that they don’t consume much juice outside of the breakfast period. We think this is a huge opportunity for Berri and believe Berri Creations, will offer Gen Y a perfect alternative to juice – a fruit drink that is fun, carefree and refreshing” said Louey.

One of the biggest product launches undertaken by National Foods in recent history, Berri Creations will launch with a massive $2.5m media campaign kicking off in September that features artwork from an internationally renowned illustrator and an interactive national consumer promotion.

“This is the most significant launch for Berri in years. We’re investing heavily in a brand we think will have enormous appeal to our target consumer and provide a win-win opportunity for Berri and our customers,” said Louey.

Berri Creations are available nationally at around $2.99 RRP. Customers wishing to order Berri Creations can contact National Foods sales on 1800 000 570.